Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership

a true story... about an agency and client partnership and how together, they executed a successful redesign. the client guy the agency guy Seth Newman Josh Levine Chief Operation Officer Chief Creative & UX Officer Action Envelope Alexander Interactive jan 2009 • internet retailer conference

client profile plain and printed envelopes in all sizes, styles, and colors • Founded in 1971 • Top 500 Internet Retailer, since 2006 • Based on Long Island NY • Inc 5000 Fastest Growing company, since 2006 • 35 Employees • Internet Retailer Hot 100, 2009 • Over 250,000 Customers • iMerchant Awards - Silver, Office Supplies, 2005, 2008 jan 2009 • internet retailer conference

alexander interactive agency profile ecommerce strategy, design & development • Founded 2002, independent • 40 hands-on employees • Manhattan office • Collaborative, client-focused approach select clients jan 2009 • internet retailer conference

History Why Redesign? And So We Begin... today’s plan The Details Results Onward! jan 2009 • internet retailer conference

history jan 2009 • internet retailer conference

history Launch 1.0 august 2000 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

history Launch 2.0 september 2001 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

history Action Meets Ai may 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

history Action Selects Ai 2 weeks later 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

history We Launch 3.0 october 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

history Decide to Redesign july 2006 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

history Launch 4.0 january 2008 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference

why redesign? jan 2009 • internet retailer conference

why redesign? june Average Order Was Up 2006 132 119 launch launch 3.0 2.0 106 93 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference

why redesign? june Conversion Rate Was Up 2006 7 6 launch 5 3.0 launch 4 2.0 3 2 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference

why redesign? june Revenue Was Up 2006 8.5 launch 3.0 7.1 5.7 4.3 launch 2.0 2.9 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference

why redesign? june Customers Were Happy 2006 “ You have the best website in the whole wide world...” — mary j. jan 2009 • internet retailer conference

why redesign? All good, right? jan 2009 • internet retailer conference

why redesign? jan 2009 • internet retailer conference

why redesign? Look beyond the numbers. jan 2009 • internet retailer conference

why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. jan 2009 • internet retailer conference

why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. jan 2009 • internet retailer conference

why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. Because they said so. jan 2009 • internet retailer conference

why redesign? “ If I'd asked my customers what they wanted, they'd have said a faster horse.” — henry ford jan 2009 • internet retailer conference

why redesign? Scalability. jan 2009 • internet retailer conference

why redesign? Scalability. Modernize design. jan 2009 • internet retailer conference

why redesign? Scalability. Modernize design. Customer-centric experience. jan 2009 • internet retailer conference

why redesign? Scalability. Modernize design. Customer-centric experience. Room to innovate. jan 2009 • internet retailer conference

why redesign? It’s time. jan 2009 • internet retailer conference

and so we begin... jan 2009 • internet retailer conference

and so we begin “ Okay, so here is the list of the 2940 features I want on the new site. Check them out. ” — seth jan 2009 • internet retailer conference

and so we begin “ Okay, so here is the list of the 2940 features I want on the new site. Check them out. ” — seth “ Oh, and let’s launch in 5 months.” — seth, again jan 2009 • internet retailer conference

and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photography Upload Status Bar Quick Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelope Admin Workflow Printed Envelope Express Shop RSS Order Status Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Facility Tour Process Demo Videos jan 2009 • internet retailer conference

and so we begin Define the goals. jan 2009 • internet retailer conference

and so we begin Define the goals. Determine success metrics. jan 2009 • internet retailer conference

and so we begin Define the goals. Determine success metrics. Prioritize features. jan 2009 • internet retailer conference

and so we begin Define the goals. Determine success metrics. Prioritize features. Finalize plan and scope. jan 2009 • internet retailer conference

and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos jan 2009 • internet retailer conference

and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos Email Order Reminders Customer Network Muffins Forum Green/Recycled Paper Boutique Paper Upsell Features Quick Look Previews SEO Landing Pages Envelope Bundles jan 2009 • internet retailer conference

the details jan 2009 • internet retailer conference

01 Homepage - Give more, show less before jan 2009 • internet retailer conference

01 Homepage - Give more, show less after jan 2009 • internet retailer conference

02 Simplify the Navigation before jan 2009 • internet retailer conference

02 Simplify the Navigation after jan 2009 • internet retailer conference

03 Browsing paths / Homepage before jan 2009 • internet retailer conference

03 Browsing paths / Homepage after orange jan 2009 • internet retailer conference

03 Browsing paths / Shop by color before jan 2009 • internet retailer conference

03 Browsing paths / Shop by color after fpo jan 2009 • internet retailer conference

03 Browsing paths / New fpo jan 2009 • internet retailer conference

04 Product photography zoom icon jan 2009 • internet retailer conference

05 Product page before jan 2009 • internet retailer conference

05 Product page 05 Overhaul product page jan 2009 • internet retailer conference

05 Product page “Guys, I think we nailed it...” — seth jan 2009 • internet retailer conference

05 Product page “Guys, I think we nailed it...” — seth And then the following morning... jan 2009 • internet retailer conference

05 Product page “Guys, I think we nailed it...” — seth And then the following morning... “Guys, it is looking too busy, I think we need to rethink the entire page.” — seth jan 2009 • internet retailer conference

05 Product page jan 2009 • internet retailer conference

06 Make reordering simple jan 2009 • internet retailer conference

07 Decrease checkout abandonment jan 2009 • internet retailer conference

07 Decrease checkout abandonment Path 1: Plain envelopes Path 2: Printed envelopes jan 2009 • internet retailer conference

08 Enable creation of custom envelopes jan 2009 • internet retailer conference

results jan 2009 • internet retailer conference

results Revenue + 60% Conversion Rate + 38% Total Transactions + 55% jan 2009 • internet retailer conference

results Average Order – 20% jan 2009 • internet retailer conference

results Average Order – 20% See slide #35: “Determine success metrics.” jan 2009 • internet retailer conference

onward! jan 2009 • internet retailer conference

onward! Test like heck. New products & brands. Microsites. Action 5.0 ... jan 2009 • internet retailer conference

Thank you. josh levine jl@alexanderinteractive.com seth newman seth@actionenvelope.com Download the presentation at: www.alexanderinteractive.com jan 2009 • internet retailer conference

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Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership

by Josh Levine

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Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership Presentation Transcript